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Case Study: Content Marketing Consulting, Execution for Mid-Size Business 


Who: Weber Knapp

What: Manufactures heavy-duty hinges and motion control products for industries including hospitality, kitchen, industrial, ergonomics, and medical

Why: To provide B2B clients with solutions to unique design and engineering challenges in mechanical motion controls

Challenge: Disjointed digital marketing efforts with outdated website and minimal content strategy

Want to explore this case study in-depth? Check out our video case study of this niche manufacturer.

 

 

The Challenge: B2B Leads & Digital Presence


Prior to 2019, Weber Knapp's digital presence was outdated and ineffective. The website lacked user-friendliness and failed to engage or convert visitors. There was an absence of content marketing assets, inconsistent social media activity, and no structured email marketing strategy.

Previous attempts to revamp their digital marketing through solo developers and agencies focusing solely on web development resulted in fragmented efforts without substantial improvement.

The Solution: A Comprehensive Inbound Marketing Strategy


Weber Knapp partnered with protocol 80, a full-service inbound marketing agency, to overhaul their digital marketing strategy. This unified strategy aimed to attract, engage, and convert visitors by providing valuable content and a seamless user experience. This comprehensive approach included:

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Implementing SEO best practices

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Developing and executing a content marketing strategy

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Enhancing website design and functionality

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Creating and managing email marketing campaigns

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Implementing SEO best practices

The Results: Increased B2B Leads, Web Traffic, & Keywords


Page Visits: Increased by 537%
Monthly Leads: Grew from less than 5 to 45
Ranking Keywords: Expanded from 125 to 1,825

Within just two years of launching a focused inbound marketing strategy, Weber Knapp saw exponential growth across every key performance metric. Website traffic surged by 537%, driven by optimized content and improved visibility on search engines. This increase in relevant visitors laid the groundwork for sustainable lead generation and deeper engagement with their target audience.

More importantly, the number of monthly leads skyrocketed from under 5 to 45—an increase that directly translated into new business opportunities. Alongside traffic and lead growth, their keyword footprint expanded dramatically from 125 to 1,825, helping Weber Knapp dominate more search results and establish stronger authority in their industry. These compounding gains prove the long-term value of a well-executed inbound approach.

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